Boost Holiday Sales with Handmade Advent Calendars

Tap into the booming advent calendar trend with creative and profitable ideas.

Advent calendars have become a centerpiece of the holiday season, blending the excitement of a daily surprise with the joy of gift-giving. While they’re now synonymous with chocolate, beauty products, and candles, advent calendars have a fascinating history that spans centuries.

For handmade sellers, advent calendars are more than a festive tradition—they’re a booming business. In 2024, the U.S. beauty advent calendar market alone was valued at $20 million, showcasing their massive potential.

In this blog, we’ll explore the history of advent calendars, fun facts about their evolution, and actionable strategies for handmade sellers to capitalize on this growing trend.

The History of Advent Calendars

Advent calendars trace their origins back to 19th-century Germany. Families would mark the days leading up to Christmas by lighting candles, hanging devotional images, or drawing chalk lines on doors.

• The First Printed Advent Calendar: In 1908, Gerhard Lang, a German printer, created the first commercial advent calendar. It featured colorful illustrations behind small doors, sparking widespread popularity.

• World War II Impact: Production of advent calendars paused during WWII due to paper rationing, but they surged back into popularity in the 1950s.

• Modern-Day Evolution: Today, advent calendars go far beyond traditional chocolate. They feature everything from artisanal teas to luxury beauty products, creating endless opportunities for creativity.

Fun Fact: In 2021, Tiffany & Co. created a $150,000 advent calendar featuring custom jewelry and diamonds, underscoring how advent calendars have become a symbol of luxury and exclusivity.

Why Advent Calendars Are Perfect for Handmade Sellers

Advent calendars offer a unique way to showcase your handmade products while creating an engaging holiday experience for your customers.

Key Benefits:

• Build Anticipation: Customers love the daily surprise of opening a new item.

• High Perceived Value: Bundling items into a calendar makes each purchase feel special and worth the investment.

• Repeat Purchases: Customers often return yearly for updated versions of their favorite advent calendars.

Unboxing Trends for Advent Calendars Social media has become a powerful driver for advent calendar sales. TikTok creators specializing in “unboxing” videos have turned these calendars into must-have items by giving potential customers a sneak peek behind each door. According to the marketing agency SAMY Alliance, engagement on social media posts about advent calendars has skyrocketed by 368% compared to last year, making platforms like TikTok and Instagram invaluable tools for showcasing these festive products. Create Irresistible Handmade Advent Calendars

1. Curate Themed Collections

Themed calendars allow you to showcase your brand’s personality and connect with specific customer interests.

Ideas for Handmade Sellers:

• Self-Care Calendar: Include bath bombs, mini candles, and aromatherapy oils for a soothing daily treat.

• DIY Craft Kit: Offer small crafting supplies like beads, fabric swatches, or embroidery patterns for each day.

• Holiday Sweets: For food artisans, create a calendar filled with homemade cookies, chocolates, or jams.

2. Offer Customization Options

Handmade products thrive on personalization, and advent calendars are no exception.

Ways to Customize:

• Let customers choose which items go into their calendar.

• Offer 12-day, 24-day, or even weeklong options to cater to different budgets and preferences.

Pro Tip: Include a mix of bestsellers and exclusive, limited-edition items to make the calendar feel even more special.

3. Focus on Quality and Sustainability

Packaging is a critical part of the advent calendar experience. Handmade sellers can elevate their offerings with eco-friendly, visually stunning designs.

Packaging Tips:

• Use recycled or compostable materials to appeal to eco-conscious customers.

• Design reusable packaging, like wooden boxes or fabric bags, that can double as keepsakes.

Fun Fact: In recent years, sustainability has become a top priority for shoppers, with over 60% preferring to buy from brands that reduce waste.

Lessons Learned from Launching Advent Calendars: Preparation + Value Matter Jo Malone London introduced its first advent calendar in 2015, and since then, their calendars have become a hallmark of the brand’s holiday season. They’re so sought after that some customers reserve theirs nearly a year in advance. For example, the 2017 calendar sold out in the U.S. in just over a week, and on Jo Malone’s UK website, it disappeared within days of launch.

I’m a longtime fan, but let’s be honest—not everyone has $750 to spend on an advent calendar. Taking note of how successful they were, in 2016, I launched my first advent calendar for Orglamix, featuring a new eyeshadow for every day. It was a huge hit! We sold out in an hour, but I quickly learned how much preparation is required—it was a lot of work, and I wasn’t as ready as I should’ve been.

Fast forward to 2023, and I launched an advent calendar for Wicked Good. Let’s just say it didn’t go as planned. I found adorable wooden calendars on Amazon that lit up and looked perfect. But they didn’t hold up under the weight of the products inside, and almost every calendar arrived damaged.

We poured so much effort into making and assembling the products—perfumes, candles, crystals, wooden matches—but the perceived value didn’t align with the $150 price tag. To make matters worse, the wooden boxes alone cost us $50 each. It was a lesson learned the hard way: the value has to feel worth it to the customer.

If I try again, I’ll go back to the drawing board and rethink the design, packaging, and price point. For anyone considering advent calendars, preparation and perceived value are everything. Take it from me, how ever long you think it's going to take, double that timeframe!

3 Inspiring Examples of Advent Calendars

Here are three standout advent calendar ideas to inspire your own handmade creations:

1. Art Advent Calendar by Notonthehighstreet

An array of creative calendars featuring daily prints and postcards from independent artists, perfect for art enthusiasts.Link: Notonthehighstreet Advent Calendars

2. Handmade Bath Bomb Advent Calendar

Includes 12 artisanal soaps in festive scents, like peppermint and cinnamon, beautifully packaged for gifting.Link: Robins Nest Soap Co on Etsy

3. Candle Countdown

Offers a Bookmas Box with 12 mini candles in holiday-inspired scents, ideal for cozy winter evenings.Link: Frostbeard Studio Advent Calendar

How to Market Your Advent Calendar

1. Social Media Strategies

• Share behind-the-scenes content showing the making of your advent calendars.

• Post daily unboxing videos during December to build excitement and FOMO.

• Partner with influencers in your niche to expand your reach.

2. Email Campaigns

• Announce your advent calendar early with teasers and exclusive pre-order discounts.

• Send reminder emails highlighting limited stock or early-bird pricing.

3. Create Scarcity and Urgency

• Label your calendars as “Limited Edition” to encourage quick purchases.

• Use phrases like “Only 50 available!” or “Don’t miss out!” in your marketing materials.

Pricing Strategies for Advent Calendars

Advent calendars are premium products, so price them accordingly while highlighting their value.

Bundle Savings

Show how the total value of the calendar exceeds the cost of buying each item individually.

Free Shipping Thresholds

Encourage larger orders by offering free shipping for advent calendar purchases or orders over a set amount.

Early-Bird Discounts

Reward early buyers with exclusive pricing or bonuses like free wrapping.

Handmade Advent Calendars as a Holiday Sales Driver

Advent calendars are no longer just a holiday tradition—they’re a thriving market.

Here’s how handmade sellers can tap into this trend:

1. Embrace the History and Tradition: Share the story behind your advent calendar to connect with customers.

2. Create Themed and Customizable Calendars: Offer unique collections that reflect your brand’s values and aesthetic.

3. Invest in Sustainable Packaging: Highlight your commitment to eco-friendly practices.

4. Market Creatively: Use social media, email campaigns, and urgency tactics to drive sales.

5. Draw Inspiration from Successful Examples: Learn from standout calendars like Frostbeard Studio or Notonthehighstreet.

By creating thoughtful, high-quality advent calendars, you can delight holiday shoppers, increase your revenue, and build lasting customer loyalty.